Video optimization will play a prominent role in digital marketing

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By Rahul Nanwani, Co-Founder and CEO, ImageKit

Statistics show that there were more than 4.66 billion active internet users worldwide in January 2021. With 6 billion searches per day for content, images and videos, experts predict that Google searches could have been around 2 trillion over the whole of 2021. At the rate the world is creating and consuming data, by the end of 2022, 70% of global GDP will have been digitized. By 2025, more than 200 zettabytes of data will be stored in the cloud worldwide.

It is remarkable how videos started to have a huge footprint on social media and made the best of brands. Over 70% of Instagram visitors saw photos of brands in 2021. Brand videos captured 66% of viewership.

From its humble beginnings as black and white films, today video content is produced every second around the world. In India, the video market is currently valued at $11 billion and is expected to reach $18 billion by 2026 according to a report. While the reports include analysis of TV and online platforms, he pointed out that online video advertising revenue will exceed $1 billion this year. This highlights that videos are the primary tool for brands while reaching their customers.

However, as marketers explore ways to maximize the reach of their video content, it becomes even more vital to have video optimization tools on board.

Video optimization for effective communication
When marketers plan their outreach strategy, there are a few things to keep in mind. This includes:

1. Video file formats: The most used file formats for videos across the world include MP4, MOV and AVI. If in case a branded video is not in these formats, there are more chances that the video is not accessible to the user due to browser incompatibility, different system requirements, codec issues or the loading takes longer. There are various platforms like computers, mobiles, laptops, systems like Windows, iOS, Android as well as browsers like Chrome, Firefox, Safari, etc. Each platform has varied compatibility for the type of file format used for videos. Thus, if a video is for example in MP4 format, it can work on certain platforms while it becomes incompatible on others.

2. File size: The highest quality videos are often large files and can sometimes even reach the size of gigabytes (GB). This is one of the main reasons why videos buffer slower and would lead to poor user experience and loss of ad revenue. But smaller sized videos also hamper the video quality which again will lead to unsatisfied customer experience. Thus, finding the right balance between quality and size becomes a daunting task.

3. Location of servers: The location of brand servers determines the time it takes for a user to access and process a video file. This becomes a problem if the brand does not have a CDN server for faster content delivery. For example, if a brand’s server is in Singapore and its client is based in India, a website’s load time as well as video buffering increases dramatically.

4. Adaptability: Videos are constantly evolving over time as well as the mediums/platforms that broadcast this content. With such changes occurring regularly and throughout the year, it becomes imperative for a brand to keep up with trends such as new and compatible video formats, file size requirements, varied platform requirements for a video, short-form video trends, changes in user attention span. , etc

One might wonder why marketers have to keep track of the technical aspects, which is sometimes beyond their comprehension. But at a time when 47% of consumers expect a website to load in 2 seconds or less, such aspects can make or break a brand’s reputation. This will also lead to loss of revenue and will have a huge impact on the outreach strategy.

Therefore, video optimization tools or organizations providing such features play a crucial role. Most of the tools have the ability to compress, transform and resize videos while maintaining the high quality of the original video. Organizations providing such tools can also help in delivering videos on multiple platforms like computer, mobiles as well as for websites, apps, social media platforms, emails etc. . With dedicated Content Delivery Network (CDN) servers and teams to keep track of trends, these organizations can deliver video at scale with rapid turnaround.

Messaging well done
As videos become the mainstay of brand messaging in the coming years, optimization tools will increasingly be used to deliver these videos. The video market continues to evolve, and with it, so will optimization tools. Its adoption and usage will play a key role in how branded content reaches its end consumers. With new advancements, brands can take advantage of these tools to deliver higher quality videos at reduced cost and time. This will eventually lead to an improved customer experience and higher ROI.

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